探討女性消費者對於化妝品品牌忠誠度之研究

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/20242

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Title:	探討女性消費者對於化妝品品牌忠誠度之研究
Other Titles:	THE STUDY OF FEMALE CUSTOMER LOYALTY IN PURCHASING COSMETICS
Authors:	陳佳雯 Chen, Chia-wen
Contributors:	企業管理系管理科學碩博士班紀信光 Hsin-kuang Chi
Keywords:	品牌忠誠;顧客滿意度;顧客知覺價值;品牌情感;品牌信任 Customer Perceived Value;Customer Satisfaction;Brand Trust;Brand Affect;Loyalty
Date:	2008
Issue Date:	2015-04-20 11:09:09 (UTC+8)
Abstract:	由於社會的發展、國民生活水準的提昇，頂級商品的民主化，化妝品已由早期的奢侈品轉變為目前的民生必需品，以往不重視化妝保養的女性消費者也逐漸重視儀容。因此，本研究針對有使用化妝品的女性消費族群，透過問卷調查的方式，探討顧客知覺價值、顧客滿意度、品牌信任、品牌情感對品牌忠誠度之影響，並以品牌信任、品牌情感為中介變項，進行分析，以了解產品面與品牌面的關係。其次，探討各化妝品品牌中，顧客知覺價值、顧客滿意度、品牌信任、品牌情感及品牌忠誠度之間的差異影響。最後，分析不同顧客特性之顧客知覺價值、顧客滿意度、品牌信任、品牌情感及品牌忠誠度之間是否有差異。　　本研究主要發現：　(1)顧客知覺價值、顧客滿意度、品牌信任、品牌情感及品牌忠誠度五者構面之間有顯著的影響存在。　(2)顧客知覺價值會透過品牌信任的中介效果影響品牌忠誠度。　(3)顧客知覺價值會透過品牌情感的中介效果影響品牌忠誠度。　(4)顧客滿意度會透過品牌信任的中介效果影響品牌忠誠度。　(5)顧客滿意度會透過品牌情感的中介效果影響品牌忠誠度。　(6)本研究利用集群分析將顧客分為中規中矩型與全面重視型，結果發現全面重視型的顧客較中規中矩型來的重視貨幣價格、滿意度、品牌信任、品牌情感及忠誠度，所以企業應該針對不同人格特質的消費者，激起消費者的消費購買行為，如此才可以真正的提高企業利潤。　(7)使用化妝品的顧客年齡、職業、月所得、購買頻率等四個變數對各研究構面不會有顯著差異，因此，業者不單僅是要了解產品，更要了解是不同消費者的需求以提供符合消費者所需之功效的產品。　　Because of the development of the society, promotion of the national living standard and democratization of the top goods, the cosmetics have already been changed into the present people's livelihood necessities from the early luxury goods. Female consumers who have not pay attention to cosmetis start to care their appearance gradually. So, this research was examine brand trust and brand affect mediate between customer perceived value, customer satisfaction and brand loyalty on dosmetic female consumer. In order to understand the relation the products and the brand. Next, this research examined all dosmetic brand differentiation between customer perceived value, customer satisfaction, brand trust, brand affect and brand loyalty. Finally, this research also examined the different of consumer all significant differences in brand differentiation between customer perceived value, customer satisfaction, brand trust, brand affect and brand loyalty.　　　　　The major findings of this study are summarized as following: Customer perceived value, customer satisfaction, brand trust, brand affect, loyalty five construct have significant relation. The brand trust and brand affect were mediale between customer perceived value and brand loyalty. The brand trust and brand affect were mediale between customer satisfaction and brand loyalty.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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